Everyone likes a little personalized attention. But we’re too busy to give a personal touch to everyone in our audience, right? Email automation campaigns (also sometime called drip campaigns) help solve this problem. These campaigns consist of a series of emails that can be sent to an audience member after a common situation occurs. Like a “welcome series” of emails for each new person who buys a ticket for the first time. Or a “re-engagement series” for each person who hasn’t opened one of your other emails for the past few months. Or an “abandoned cart” series for each person who starts the ticket purchase process on your website, but doesn’t complete their transaction.

You might already be doing something like this on a manual basis, but many email service providers have this automation capability built into their system. You write the email, define your triggers (if X happens, then send Y email to Z person), and then let the magic happen…over and over again, with no further input from you.

There’s a lot of great resources to help you get started understanding what email automations are and how to implement them effectively: